PJ Wine
PJ Wine, Inc. is a New York City-based fine wine and spirits retailer founded in 1991, operating a Shopify e-commerce storefront, a Manhattan retail location, and local delivery across the NYC metro area. The company serves wine enthusiasts, collectors, and national buyers through curated selections and a Wine Club loyalty program.
- Company typePrivate
- Founded1991
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What PJ Wine does
PJ Wine, Inc. is a New York City-based fine wine and spirits retailer founded in 1991 by wine connoisseur Peter Yi and headquartered at 4898 Broadway in upper Manhattan. The company operates a hybrid retail model consisting of a Shopify-powered e-commerce storefront, a single physical retail location used for walk-in shopping and order pickup, a scheduled local delivery service covering Manhattan, the Bronx, Brooklyn, Queens, Riverdale, and Westchester, and UPS Ground shipping to most US states where alcohol shipping is permitted. Spirits are restricted to in-state New York shipments. The catalog spans red, white, rosé, sparkling, dessert, and fortified wines sourced from France, Spain, Italy, the US, and other regions, alongside a comprehensive spirits portfolio covering whiskey, gin, vodka, rum, tequila, liqueur, brandy, cognac, and ready-to-drink cocktails.
The company generates revenue through direct-to-consumer bottle sales with per-unit prices ranging from approximately $9 to $799, supported by case-volume discounts and free local delivery on orders exceeding $170. The PJ Wine Club loyalty program augments transactional revenue with exclusive member pricing, weekly email savings, and an annual February Customer Appreciation Sale offering 10–30% discounts on select wines sold at cost. The Wine Futures program allows pre-release purchases of en primeur wines stored in temperature-controlled facilities and shipped at release. Marketing channels are primarily organic: email newsletter, Facebook and Instagram presence, in-store events, and curated content collections such as Staff Picks, 90+ Rated wines, and Wine Spectator Top 100 selections.
PJ Wine, Inc. remains privately held under founder Peter Yi with no evidence of institutional, venture, or private-equity investment, no disclosed revenue, and no headcount trend data. The company has 101–250 employees and serves a distributed base of wine enthusiasts, collectors, NYC metro residents, and national buyers. Technology infrastructure is a standard Shopify storefront with no developer-facing API and no disclosed AI/ML capabilities. The business has not raised external capital, has not pursued acquisitions, and operates as a single-jurisdiction retailer constrained by US state-level alcohol shipping regulations.
PJ Wine firmographics
Firmographics- Name
- PJ Wine
- Legal name
- PJ Wine, Inc.
- Website
- https://pjwine.com
- Company type
- Private
- Founded year
- 1991
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- PJ Wine, Inc. is a New York City-based fine wine and spirits retailer founded in 1991, operating a Shopify e-commerce storefront, a Manhattan retail location, and local delivery across the NYC metro area. The company serves wine enthusiasts, collectors, and national buyers through curated selections and a Wine Club loyalty program.
- Ownership category
- akta.pro rank
PJ Wine industry classification
Industry- Product category
- Specialty Wine and Spirits Retail
- NAICS
- Beer, Wine, and Liquor Retailers (445320)
- akta.pro primary industry
- Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits) (CRANAAAJ)
- akta.pro secondary industries
- Wine Retail (Bottle Shops & Wine Merchants) (CRANABAB), Mixed Alcohol Specialty Retail (Beer/Wine/Spirits Combined) (CRANABAH), Alcohol Subscription & Wine Clubs (Retail) (CRANABAF)
Keywords
Where PJ Wine is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PJ Wine business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Wine and Spirits Retail: PJ Wine generates revenue through direct retail sales of wines and spirits to consumers. Products are sold individually by bottle with various price points ranging from under $10 to over $100 for premium selections. The company offers case discounts and operates a Wine Club membership providing exclusive pricing benefits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual bottle pricing with volume discounts |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
PJ Wine product offering
Product offeringCore offering
PJ Wine is a New York-based fine wine and spirits retailer that curates and sells wines and spirits directly to consumers through its e-commerce website (pjwine.com), physical retail store, local NYC metro delivery, and UPS shipping across most US states. The assortment spans Red, White, Rosé, Champagne & Sparkling, Dessert & Fortified, and Organic & Natural wines, alongside a full spirits range including Whiskey, Gin, Vodka, Rum, Tequila, Liqueur, and Brandy & Cognac. Supporting offerings include the PJ Wine Club membership with exclusive pricing, Wine Futures pre-release purchases, and an annual Customer Appreciation Sale.
Product overview
PJ Wine is an online wine and spirits retailer offering a curated selection of premium wines and spirits through its e-commerce platform. The product portfolio centers on two core offerings: Wine (featuring Red, White, Rosé, Champagne & Sparkling, Dessert & Fortified varieties sourced from major wine regions globally) and Spirits (including Whiskey, Tequila, Gin, Vodka, Rum, Liqueur, and Brandy & Cognac). These are complemented by a membership program (PJ Wine Club), local delivery service, in-store pickup, and US shipping capabilities. The platform is built on Shopify with no developer-facing API.
Differentiator
Problem solved
Functional benefit
Companies that use PJ Wine
Customer profileSegments3 records
Ideal customer profiles3 records
PJ Wine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
PJ Wine partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
PJ Wine competitors and assessment
Company assessmentDirect peers
- Wine.com: Largest US online wine retailer offering nationwide shipping, broad assortment, and subscription programs. Direct competitor on the e-commerce and UPS-shipping axes of PJ Wine's business.
- Sherry-Lehmann: Iconic NYC fine wine and spirits retailer with comparable premium positioning, store-plus-delivery model, and curated luxury assortment. The closest direct competitor to PJ Wine in the NYC fine-wine niche.
- Flatiron Wines & Spirits: NYC fine wine and spirits shop with curated assortment and in-store experience. Competes with PJ Wine for the same Manhattan premium-bottle customer.
- Astor Wines & Spirits: Long-established NYC wine and spirits retailer operating a Greenwich Village storefront plus e-commerce and local delivery. Directly comparable assortment, customer base, and multi-channel DTC model.
- K&L Wine Merchants: California-based fine wine and spirits retailer with strong e-commerce, direct-import program, and curation-driven positioning. Comparable curated-DTC model with deeper import-sourcing.
Emerging players
- Drizly (Uber): On-demand alcohol delivery marketplace aggregating local liquor stores including premium NYC retailers. Competes for delivery occasions and convenience-driven baskets rather than the curated fine-wine niche.
- ReserveBar: Premium spirits and wine gifting/delivery platform focused on higher-end bottles and corporate gifting. Overlaps with PJ Wine's spirits and gift-use cases, especially at the premium price tier.
Regional players
- Spec's Wines, Spirits & Finer Foods: Large Texas-based multi-store wine and spirits chain with e-commerce. Comparable broad assortment and DTC operations, but serves a different geography than PJ Wine's NYC/Northeast focus.
Broad incumbents
- Binny's Beverage Depot: Large Midwest multi-store alcohol retailer with deep spirits assortment, e-commerce, and competitive pricing. Comparable hybrid retail-plus-e-commerce model at greater scale.
- Total Wine & More: Largest US multi-store wine, beer, and spirits retailer with national footprint and aggressive pricing. Competes with PJ Wine on assortment breadth and price, though without the specialist fine-wine focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
PJ Wine social profiles
Digital presencePJ Wine financial estimates
Financial estimateRevenue estimate
Valuation estimate
PJ Wine leadership team
Management profileNumber of profiles
Profiles1 record
PJ Wine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PJ Wine M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PJ Wine
What does PJ Wine do?
PJ Wine is a New York-based fine wine and spirits retailer that curates and sells wines and spirits directly to consumers through its e-commerce website (pjwine.com), physical retail store, local NYC metro delivery, and UPS shipping across most US states. The assortment spans Red, White, Rosé, Champagne & Sparkling, Dessert & Fortified, and Organic & Natural wines, alongside a full spirits range including Whiskey, Gin, Vodka, Rum, Tequila, Liqueur, and Brandy & Cognac. Supporting offerings include the PJ Wine Club membership with exclusive pricing, Wine Futures pre-release purchases, and an annual Customer Appreciation Sale.
Is PJ Wine a public or private company?
PJ Wine is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PJ Wine founded?
PJ Wine was founded in 1991. It employs 101 to 250 people.
Where is PJ Wine based?
PJ Wine is headquartered in New York, United States, in the North America region.
How does PJ Wine make money?
One revenue line is on record: wine and Spirits Retail.
Who are PJ Wine's main competitors?
Direct peers on record are Wine.com, Sherry-Lehmann, Flatiron Wines & Spirits, Astor Wines & Spirits and K&L Wine Merchants. Emerging players are Drizly (Uber) and ReserveBar. Spec's Wines, Spirits & Finer Foods is listed as a regional player. Broad incumbents are Binny's Beverage Depot and Total Wine & More.
Does PJ Wine have an API?
No public API is recorded for PJ Wine.
What industry is PJ Wine in?
PJ Wine's product category is Specialty Wine and Spirits Retail. Its primary akta.pro industry code is CRANAAAJ, Premium, Rare & Collectible Alcohol Retail (Fine Wine/Spirits), with a secondary code of CRANABAB, Wine Retail (Bottle Shops & Wine Merchants). Its NAICS code is 445320.